RIT class helps pilot RAF Stay In Rochester campaign challenge

It’s no secret that talent retention is an issue in the greater Rochester area, and other similar sized metros. Every year more than 50% of students that graduate in our local colleges leave for jobs or to make a home in other regions.

In 2019 the RAF and RIT partnered to pilot a student campaign project that has been a vision of the RAF for a few years now. Who better to come up with a creative strategy for engaging students than students themselves.

The challenge? How can we get graduating students to consider staying in Rochester for their careers and stop the talent drain that is impacting our region?

This pilot campaign was a part of a capstone campaign class at RIT’s School of Communication. Four student groups developed integrated campaigns that were targeting recent grads and professionals that have left Rochester for work. Each group was paired with a local professional mentor from some of our member agencies to provide strategic input on their campaign ideas. Toward the end of the semester, the groups presented their work to a panel of local advertising professionals of different backgrounds.

The judges couldn’t have been more impressed. From interactive apps and innovative recruitment events to social campaigns and A/R murals, the strategies were smart, well thought out and covered a gamut of creative approaches.

Congratulations to the students who worked on the judges’ favorite campaign: Nathan Hambley, Isaac Kelman, Paige Miller, Rebecca Moran, Jillian Walton and Adrianna Wellin. You’ll be able to check out these students’ work at this year’s ADDY Awards where the campaign will be highlighted at the event.

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The RAF is an affiliate of the American Advertising Federation (AAF) and serves as your connection to people, events, and ideas in the Rochester marketing communications community. Our members represent every facet of the creative profession including copywriters, art directors, web designers, freelancers, account executives, agency heads, marketing managers, printers, photographers, public relations professionals, and students.